Transcript Packaging - JuulArts.com

Marketing and Promotion
Advertising is paid for…
Publicity is prayed for...
Almost 900 Billion dollars a year is
spent on TV, internet and print
advertising each year.
When a company wants to remarket or update a products image and, they will hire a
commercial artist or graphic designer to help first work on researching the products
target audience or demographic audience.
Demographics refer to a persons age, sex, income, race, living location.
All marketing begins with research a product and knowing its market potential.
Promoting a product or event in an orchestrated, thought out ways is known as an ad
campaign. In order to be successful in today’s market, ad campaigns often involve
people, print, internet, cell phones, billboards, magazines, posters, promotional
products, packaging and much more.
After a product is built it needs to be named. Naming a
product can be quite fun and easy.
This product is a new childrens
toy. It acts like a superball but
bounces in odd directions.
NAME IT!
DETERMINE YOUR STRATEGY
Is this a boring item? Can you use humor to make it more appealing?
Is it a low price item? Can you use advertising which makes it seem more
expensive?
Who is the target audience? What appeals to that audience?
What kind of packaging or color scheme would make this more appealing?
A memorable or catchy phrase or saying which is meant to help you remember a product or company
eBay
EA Games
Nokia
EA Sports
Energizer Batteries
Philips
Sony Playstation
Nintendo Entertainment System,
GE (General Electric)
Radio Shack
Sega Genesis
Motorola
Verizon Wireless
* "Buy it. Sell it. Love it."
* "Challenge everything"
* "Connecting people."
* "It's in the game"
* "Keeps going and going and going."
* "Let's Make Things Better"
* "Live in your world, play in ours."
* "Now You're Playing With Power!"
* "We bring good things to life."
* "You've got questions, we've got answers."
* "Welcome to the Next Level".
* "Hello Moto”
* "Can you hear me now?? Good!!"
A memorable or catchy phrase or saying which is meant to help you remember a product or company
~ Lay's Potato Chips
~ Campbell's Soup
~ Pringles
~ Smuckers
* "Betcha can't eat just one"
* "M'm! M'm! Good!"
* "Once you pop the fun don't stop."
* "With a name like ____....it has to be good
FOUR ELEMENTS OF PRINT ADS
99% of all advertising you look at in print will
contain the following four items:
• HEADLINE - The most important part of an ad
Grabs your attention and should not let go!
• ARTWORK - Usually the focus of or the largest part of an ad
Big shiny objects!
• BODY COPY - Contains all of the details of the product, service or event
What do ya’ know, Joe!
• LOGO - Visually represents the company & creates brand recognition.
Also creates vast minions of zombie-like customers and fans!
FOUR ELEMENTS OF PRINT ADS
HEADLINE - As the largest TEXT element in an ad, the headline is a
very important element as an attention grabber.
HEADLINE
FOUR ELEMENTS OF PRINT ADS
ARTWORK - Photos, Illustrations, Digital Artwork which accentuates
the headline.
ARTWORK
FOUR ELEMENTS OF PRINT ADS
COPY - The who, what, when or where. All the details and always the
largest AMOUNT of information. Also known as body copy.
BODY COPY
FOUR ELEMENTS OF PRINT ADS
LOGO - A logo is a graphic representation of a company's identity and is composed of a
symbol, text or a combination of both.
LOGO
FOUR ELEMENTS OF PRINT ADS
Play on words headline
General / Informative
FOUR ELEMENTS OF PRINT ADS
Play on words headline
Play on words / Humor
FOUR ELEMENTS OF PRINT ADS
Serious Ad / Tone
Humorous Ad / Tone
EXAMPLES OF ADS MISSING AN ELEMENT
STEPS TO EFFECTIVE MARKETING
1. Choose the right creative approach.
• Who are you selling to?
• What are you selling — really?
• Choose the angle that will attract customers'
attention,stimulate their interest, and "hook"
them on what you offer.
STEPS TO EFFECTIVE MARKETING
2. Write compelling ad copy.
COPY - The words you construct to generate interest in a product,
service or event. Large amounts of information are know as body copy.
• Known as the “specific” or the Who, What, When or Where…
• Make sue you give your reader only what is needed. They’ve read this
far, don’t bore them with too much information.
• Give the essentials… get in and get out.
• Headlines should be the largest text element and should be catchy.
• The HEADLINE should tie in with the artwork.
STEPS TO EFFECTIVE MARKETING
A simple formula for writing good copy is as follows:
A — get Attention
I — arouse Interest
D — create Desire
A — stimulate Action
Grab ATTENTION with advertising, posters,
demos, jingles, slogans...
Arouse INTEREST by TELLING the consumer WHY
they NEED this item, should use this service or go
to this event.
Create a DESIRE for the product or service which is
too strong to ignore. Make your customer want it.
Get your customer to ACT on your advertising!
Ultimately you want them to purchase, buy, go to,
or use your product, service or event.
Traditional
Pun - Play On Words
Celebrity
MARKET RESEARCH?
Systematic gathering, recording and analyzing of data
about customers, competitors and the market.
WHY IS IT IMPORTANT TO COMMERCIAL ARTS?
By knowing what is important about peoples wants,
you can design images to appeal to those wants .